Weight Watchers

Adapting to Ozempic

Weight Watchers, a long-time leader in lifestyle-based weight loss, made a major change by acquiring digital weight management platform Sequence. This strategic shift under new CEO Sima Sistani marks a departure from their traditional emphasis on willpower and peer support for weight management. The company now prioritizes a health-centered approach, recognizing conditions such as diabetes and obesity as medical issues requiring intervention through the use of weight-loss drugs similar to Ozempic. This case explores the difficulties and intricacies of introducing new products and services for a mature brand, and analyzes how this introduction influences overall brand strategy.

Keywords:
  • Product Launch
  • Brand Strategy
  • Segmenting Targeting and Positioning
Industry:
  • Pharmaceutical
  • Lifestyle
Subject:
  • Marketing

Learning Objectives

At the end of this experience, your students will be able to grasp, evaluate and articulate…

  1. Segmenting, targeting and positioning with respect to market sizing
  2. New product introduction strategies for a mature brand
  3. Disrupting current brand association through strategic brand extension


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